Client: Instituto Melanoma Brasil
Agency: Area 23
Botafogo F.R. and Melanoma Brasil launched the “Unnoticed Sponsorship” campaign to raise awareness about melanoma by placing a tiny, 4mm black dot—mimicking the size of a melanoma—on players’ jerseys during official matches. Invisible to most at first, this subtle placement symbolized how melanoma often goes unnoticed. The campaign flipped traditional loud sponsorships on their head, triggering national media buzz and massive online engagement after the hidden message was revealed. It ended up being one of the most shared cancer campaigns in Brazillian history.
AWARDED
2 x Grand Prix Drums – Social Purpose and PR for Good
5 x Gold Drums – Media, Guerilla Marketing, PR, Social Purpose, Sponsorship
Shortlist Cannes Lions – Entertainment for Sport
Shortlist Cannes Lions – PR
Silver LIA – Creativity in PR, Best Use of Sponsorship
Bronze LIA - Health & Wellness Education
+ more, see below
The Drum Awards
Grand Prix - Social Purpose
Grand Prix For Good - PR
Gold - Media / Sponsorship
Gold - Advertising / Guerrilla Marketing/Stunts
Gold - Experiential / Creative Use of Budget
Gold - Social Purpose / Wellness and Health
Gold - PR / Activation
London International Awards
Silver – Creativity in PR, Best Use of Sponsorship
Bronze – Health & Wellness Education
Cannes Lions
Shortlist – PR
Shortlist – Health and Wellness
Shortlist – Entertainment for Sport
Lisbon awards
Gold - Media
Brazilian Creative Club
In Book - Media
AdAge Healthcare Impact Awards
1 x Gold
3 x Silver